The language of uncertainty returns with earnings season

Earnings season has returned and with it a familiar exercise in managing uncertainty.

For the first time since President Trump’s administration put sweeping tariffs on imports, the country’s biggest advertisers, retailers, media companies and platforms will be asked a pressing question: What’s the impact? 

Few have clear answers. The new tariffs are broad, fast-moving and complex, affecting everything from baby toys to car parts, complicating cost structures that many companies had only just stabilized. 

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